MediaPost: Internet Impacts More Spending Offline than Online

A Dieringer Research Group study finds that Internet advertising drives about half of the resulting revenues via online sales, and another half via the harder-to-track offline variety. The study was based on 2,000 phone interviews.

The study also found that 45 percent of online adults say their opinions of a brands had been changed by online communications. The data show online product communications have a powerful influence on offline spending. Following the usage if the Internet to seek out product information, consumers spent $137.6 billion offline and $93.1 billion online.